Toasted Challenge - The "Takeshi's Castle" of Switzerland
STATE OF THE ART The youth portal Toasted.ch had an idea and didn't give up: The "Toasted Challenge" combines sporting performance with team spirit and entertainment - with success. Not only did the team win two Xaver Awards, the event is also an example of how success can be achieved without an advertising budget.This report appeared in the October issue of the trade magazine "Marketing & Communication". More articles on digital, marketing and communication topics? To the subscription.In the 1990s, when the internet was still expensive and smartphones were still in their infancy, the younger generation sat spellbound in front of the television - enthralled by Nickelodeon, US series and reality shows. This also included "Takeshi's Castle". The Japanese TV show was broadcast on DSF and RTL 2 at the time and featured teams who had to complete an obstacle course: from climbing up walls and taking a bubble bath to racing over water - there was no limit to the imagination for the obstacles. Perhaps out of nostalgia or simply for fun, this show also appealed to the youth portal "Toasted". In 2014, the team launched the Swiss version. The "Toasted Challenge" is not yet a TV show, but it was a mega event with 22,000 spectators in 2014. The Toasted team also met with approval at the Xaver Awards. The fun sport event won both the audience award and the "Best Public Event & Show Entertainment" category for the first time in 2014.
One of the 12 elements of the Toasted Challenge: the "Water Tarzan".How an idea becomes reality"At Takeshi's Castle, it was mainly the participants who were laughed at. But we wanted to create an event where the participants become stars," explains Philipp Bareth, Managing Director of Toasted GmbH. The aim was not simply to "imitate" the Japanese TV show, but rather to create a team-building event that was fun and offered a contrast to the ski day and circus. "Because of this innovation, it was a challenge to present the project to the relevant sponsors," says Bareth. Firstly, there was no illustrative material and secondly, there was no comparable event in Switzerland. This was also the reason for opening up a new dimension in sponsorship. However, the Toasted team did not give up and found the right partner. "With Rivella, we were able to gain a title sponsor for 2015 that fits in with our values. Because Rivella can be found wherever exercise and fitness are fun," says Bareth. Other sponsors such as "MTV mobile" from Sunrise and Raiffeisen followed suit. Their brands became an integral part of the event - used for the obstacles, among other things.
The obstacles demand skill from the participants.Successful without advertisingIn addition to the sponsorship, not a penny of advertising money was spent on the initial implementation of the challenge. "We were able to present the challenge on our platform toasted.ch and on 20 Minuten and thus address the target group directly. Because the project hits the nerve of the times," says Philipp Bareth, explaining the secret recipe for success. And it is visible: the tickets for the "Toasted Challenge" were sold out within eight minutes. This meant that the teams for the second year could be increased from 360 to 540. The target group was also addressed on Facebook. Within two years, a fan community of around 8,000 people had formed.
The "wipeout" required speed and balance. How does it work?Anyone can take part, even companies. There is a company battle for them, where they can compete against each other. In addition to skill, stamina and strength, team spirit is also required on the course. The participants have to overcome 12 elements in teams of six people each. The element of water plays a central role. For example, in the water Tarzan, where the "Toasted Challengers" have to swing across the water, or the "Wipeout". Here, the participants cross a footbridge to reach a pool with a four-metre-long floating pillar, which they have to jump over or run down - and it is slippery. Being able to keep your balance is one of the biggest tests of the course. The "bridge of bravery" is a balancing pole that stretches across a pool. However, the participants have to overcome several hurdles to cross it. Almost an easy task, if it weren't for the balls that fly towards the challengers to throw them off balance. The spectators join in the excitement, but don't have to watch "idly". Side events have been organized for them. These include the "Street Food Zone" with food stalls or a go-kart track, a bouncy castle for the little ones and, for the grown-ups, the "Qoqa Jump", an eight-meter-high tower from which you can jump into a giant air cushion. "Another challenge for us was to find an area that offered enough space for these obstacles. The Schluefweg Kloten site offers 30,000 m² and therefore the ideal infrastructure for the Toasted Challenge," explains Philipp Bareth. The obstacles were set up in collaboration with Winkler Multi Media Events AG. "We are already looking forward to next year, when we will be able to hold the Challenge again and come up with new obstacles and technologies," says the Managing Director.Author: Melanie Granados
